Gen Z Singaporeans are emerging as one of the most influential consumer groups today, but not in the ways you might expect. New insights from Blackbox’s latest SensingSG wave highlight surprising shifts in sentiment, trust, and engagement among under-30s. From their outlook on the future to how they interact with brands and technology, this generation is quietly but decisively reshaping the rules. Here are five key ways they could be rewriting the consumer playbook.

Singaporeans Steady at Home, Uneasy Abroad
SensingSG’s Q2 2025 data paints a picture of a confident Singapore — 90% say the country is on the right track, and personal financial sentiment continues to improve post-GE2025. Yet, this domestic optimism contrasts with growing unease abroad. Trump’s tariffs have soured sentiment toward the U.S., with 1 in 3 reducing spending on American goods. Meanwhile, Chinese brands are rising fast, beating out some American competitors, and reflecting a shifting trust landscape that’s beginning to shape everyday choices at home.

As GE2025 approaches, the latest SensingSG findings show rising voter engagement, strong leadership approval for PM Wong and the Workers Party's Pritam Singh, and cost of living as the top electoral issue. Find out how Singaporeans are thinking, feeling, and preparing to vote.